摘要
我国体育的职业化、市场化、产业化的改革发展模式影响并带动了我国体育经济的兴起,刺激了体育营销行业的神经,催生出各种各样的营销方式和数以百万计的工作岗位。伴随着我国数字化时代的到来,各种数字技术被运用到体育营销行业,体育营销行业借势迅猛发展,任何新兴行业的发展总会遇到很多问题,文章运用文献资料法,内容分析法等对我国体育营销研究的总体情况、研究热点、体育营销策略研究、体育营销研究前沿等进行梳理与总结,得出体育营销随着数字化时代的来临的新变化,体育营销的发展必须努力跟上时代发展步伐,始终坚持以不断满足消费者更高体育需求为中心的营销策略不动摇,持续提升体育消费者的满足感、幸福感、获得感。
This paper uses literature method,logic analysis method and other research methods to sort out and summarize the general situation of sports marketing research,research hot spots,sports marketing strategy research,sports marketing research frontier,etc.,in order to draw a certain new change in sports marketing with the advent of the digital age,China’s sports professionalization,marketization,industrialization of the reform and development model has influenced and led to the rise of China’s sports economy,stimulate the nerves of sports marketing industry,and give birth to a variety of marketing methods and millions of jobs.With the advent of China’s digital age,all kinds of data technology is applied to the sports marketing industry,sports marketing by the rapid development of any emerging industry will always encounter many problems,which is inevitable.The development of sports marketing in the digital age must strive to keep up with the pace of development of the times,must always adhere to the continuous satisfaction of consumers with higher requirements as the center of the marketing strategy,and continue to enhance the satisfaction,access,happiness of sports consumers.
作者
丁金艳
李争
樊炳有
Ding Jinyan;Li Zheng;Fan Bingyou(College of Sports and Physical Education,Soochow University,Suzhou Jiangsu 215021,China)
出处
《武术研究》
2022年第1期153-156,共4页
Wushu Studies
关键词
体育营销
营销策略
体育整合营销
Sports marketing
Marketing strategies
Sports integrated marketing
